Two trends in branding. Some examples of those brands that have capitalised on these trends and some brands that have failed.

2. TWOENDURINGSOCIAL-CULTURAL TRENDS

3. STATUS ANXIETY

4. PRIVACY&SECURITY

5. TWORESPONSESFROMBRANDS

6. PROBLEM
STATUSANXIETY
PRIVACY&SECURITY
RESPONSE
1.POSITIVEPSYCHOLOGY
2.TRANSPARENCY

7. POSITIVEPSYCHOLOGY.
FROMASPIRATIONTOINSPIRATION
GREATBRANDS,THOSEMOSTINTOUCHINWITHCONSUMERSENTIMENT,HAVEEVOLVEDTHEIRMESSAGEFROMONE
OFASPIRATIONTOONEOFINSPIRATION.THEYAREFOCUSEDLESSONWHATTHEYCANGIVE,ANDMOREONWHAT
CONSUMERSTHEMSELVESCANACHIEVE.
THESEBRANDSHAVEREALIZEDTHEIRROLEISNOTTOBETHESOLUTION,BUTTOBETHEMOTIVATIONFORONE.
THECALLTOACTIONISN’TMERELYTOBUYSOMETHING,BUTTOBUILDSOMETHING.
OFCOURSE,SOMEBRANDSHAVEALWAYSACTEDTHISWAY,PARTICULARLYINCATEGORIESPREDICATEDON
PERSONALACHIEVEMENT,LIKESPORTINGGOODS.WHAT’SINTERESTINGISHOWOTHERBRANDS,WHETHEROF
STYLE,WEALTH,WISDOM,ORPOPULARITY,HAVETAKENTHESAMETACK.

8. LEVIS.GOFORTH

9. GOOGLECHROME.DEARSOPHIE
THEGOOGLEADVERTISING,LIKE“DEARSOPHIE”AND“ITGETSBETTER”ISWIDELYPRAISED.
ANDWHILETHEWORKSEAMLESSLYINCORPORATESCHROME,THEMESSAGE,“THEWEBISWHATYOUMAKEOFIT”,
PUTSTHEONUSLESSONPRODUCTFEATURESORTHEGOOGLEBRAND,
ANDMOREONTHECONSUMER.
ITCELEBRATESTHEPOWEROFTHEINDIVIDUALTOTOUCHLIVES,BOTHTHOSEWEKNOWANDTHOSEWEDON’T.

10. AXE.SUSANGLENN
TRADITIONALLY,FEWBRANDSHAVEMOREAUDACIOUSLYPROMISEDTOFULFILTHEIR
AUDIENCE’SDREAMSTHANAXE.BUTSUSANGLENNTURNEDTHISPROPOSITIONONITS
HEAD.
FORTHEFIRSTTIME,AXESUGGESTEDTHATSUCCESSINTHEMATINGGAMELAYNOT
INSIDEASPRAYBOTTLE,BUTWITHINGUYSTHEMSELVES.SUSANGLENNCHALLENGED
GUYSTOSTEPUPANDTAKETHEIRDESTINYINTHEIROWNHANDS.

11. POSITIVEPSYCHOLOGY
ISALLABOUTMOTIVATINGA
CHANGEINHOWIFEEL
ABOUTMYSELF
WHENWEFOCUSONTHELITTLETHINGSWEDOWELL,WEFEELMORECONFIDENTINOUROWNABILITYANDHAVETHEMOTIVATIONTOSUCCEED.

13. PRIVACY
THEACCESSEVERYONENOWHASTOINFORMATION(DATA)
MEANSPEOPLEAREWORRIEDABOUTPRIVACYANDSECURITY.
BRANDSCANBENEFITFROMBEINGTRANSPARENTABOUT
HOWTHEYAREUSINGTHEIRCUSTOMERSINFORMATION.

14. AWARENESSOFPERSONALDATAISINCREASING$4.39(FACEBOOK’SARPU)AND$20(GOOGLE’SARPU).

15. TRANSPARENCY

16. THEGOOD
THISCAMPAIGNFORFIRSTDIRECTRESPONDEDTO
CONSUMERCRITICISMSOFTHEFINANCIALSERVICES
SECTOR'SLACKOFTRANSPARENCY.
THEBANKTOOKLIVE,UNEDITEDFEEDBACKFROMREAL
PEOPLE-BOTHGOODANDBAD-ANDPROJECTEDITINTO
ACAMPAIGNTHATUSEDALLTHELATESTDATA
VISUALISATIONANDSOCIALNETWORKINGMEMESAND
TECHNOLOGY.THERESULTWASASIGNIFICANTINCREASE
INKEYBRANDMETRICSINCLUDINGMOMENTUMBY8%,
RECOMMENDATIONBY15%ANDDIFFERENTIATIONBY
8%.
THECAMPAIGNWASALSOHIGHLYSUCCESSFULIN
DRIVINGCURRENTACCOUNTACQUISITIONSWITH16%OF
ALLAPPLICATIONSINTHESECONDHALFOF2009
DIRECTLYDELIVEREDASARESULTOFTHECAMPAIGN.
INADDITION,THELIVECAMPAIGNWAS38%MORECOST
EFFICIENTTHANANYOTHERFIRSTDIRECTCAMPAIGNIN
RECENTHISTORYWITHANOVERALLROIOF2.01.FINALLY,
ASIGNIFICANTAMOUNTOFPOSITIVEPRWAS
GENERATEDFORFIRSTDIRECTFROMTHISCAMPAIGN
WITHOVER100BLOGS/FORUMPOSTSANDTWEETS.

17. QANTAS#EPICFAIL
THEBAD
FLIGHTATTENDANTSONAUSTRALIA'SFLAGSHIPCARRIERCANNOWGETUP-TO-THE-MINUTEDATAONTHEAIRLINE'SMOSTELITEANDVALUEDFREQUENTFLYERSDISPLAYEDON
THEIRONBOARDTABLETS.
THEINFORMATIONISUSEFUL,HELPFULANDTHEAPPWASADIGITALINNOVATIONACTUALLYSOUGHTBYQANTASSTAFF.
THEUNHAPPYCATCH?TOOMANYFLIGHTATTENDANTSSOUNDEDLIKETHEYWEREREADINGFROMASCRIPTWHENUSINGTHISINFORMATIONWITHTHESEVALUEDCUSTOMERS.
THEYCOULDN'TSMOOTHLYINCORPORATETHECUSTOMIZEDDATATOAUTHENTICALLYCONNECTWITHTHEIRFREQUENTFLYERS.
INSTEADOFMAKINGTHEIRBESTCUSTOMERSFEELSPECIAL,THEDATA-DRIVENAPPTOOOFTENCREEPEDTHEMOUT.

18. PRIVACYCONTROVERSY1:GIRLSAROUNDMEAPP(2012)
ANAPPTHATALLOWEDUSERSTOFINDNEARBYWOMENWHOHAD‘CHECKEDIN’ONASOCIALNETWORK,USING
PUBLICLYAVAILABLEDATAFROMFOURSQUARE.ACCORDINGTOTHEAPP,IT“SCANSYOURSURROUNDINGSANDHELPS
YOUFINDOUTWHEREGIRLSORGUYSAREHANGINGOUT.”THEAPPWASDOWNLOADEDOVER70,000TIMESFROM
ITUNESBEFOREBEINGWITHDRAWN.
THEAPPWASQUICKLYLABELEDASTHE‘CREEPYGIRL-STALKINGAPP’BYTHEMEDIAFOLLOWINGREPORTSTHATGIRLS
AROUNDMEALLOWEDUSERSTOSTALKANDFINDOUTINFORMATIONABOUTWOMENWITHOUTTHEIRKNOWLEDGE.
DESCRIBEDASTHEAPPASA‘WAKEUPCALLFORPRIVACY.’
THEDESCRIPTIONOFGIRLSAROUNDMEAPPASCREEPY,EVENTHOUGHITONLYAGGREGATEDPUBLICLYAVAILABLE
DATA,SUGGESTSTHATTHECREEPINESSSTEMMEDFROMTHEUNEXPECTEDRE-USEOFGEO-LOCATIONDATA.WOMENWHO
HADSHAREDTHEIRLOCATIONINTHECONTEXTOFFOURSQUARE—FORTHEPURPOSESOFLETTINGTHEIRFRIENDSKNOW
WHERETHEYWEREORFORRECEIVINGDISCOUNTSFROMLOCALCOMPANIES—HADNOTEXPECTEDTHATTHAT
INFORMATIONWOULDTHENBEMADEAVAILABLEINACOMPLETELYDIFFERENTCONTEXTSUCHASAMOBILEAPPUSED
BYSTRANGERS.
THEUGLY

19. RECOMMENDATION

20. Make people feel they have it in them to succeed